Hey, Quick Question: Kim Kardashian is Launching a Beauty Brand and That’s Not a Question But OMG

Welcome to our column, “Hey, Quick Question,” where we investigate seemingly random happenings in the fashion and beauty industries. Enjoy!

Kim Kardashian is launching her own beauty line. REPEAT: KIM KARDASHIAN IS LAUNCHING HER OWN BEAUTY LINE. This is not a drill, people!

Okay, take a deep breath. Here’s everything we know so far: The Queen Kardashian Herself is launching some sort of beauty line, which will be called KKWBeauty. It’s dropping on June 21 and it of course already has an Instagram handle (@kkwbeauty) and a website (kkwbeauty.com) where you can sign up with your email to stay up-to-date on more info. What’s more, the branding for the line (at least what little of it has been made available to us so far) is thoroughly on-brand for “new Kim.” With a pervasive pale-beige-blush hue and minimalist design, the site and three videos Kardashian and the brand have posted on Instagram are in keeping with her recent less-is-more aesthetic. (For the record, each of the videos contains only the info “06-21-17” and “kkwbeauty.com,” so it’s not exactly pulling back the curtain on any specifics.) It’s also worth noting that Kim has tapped the same public relations agency Kylie recently began using for Kylie Cosmetics. Interesting.